"""
    normalize_attribute_name(name)

For `String` names, this simply verifies that they pass the attribute
name production, but are otherwise untouched.

For `Symbol` names, this converts `snake_case` Symbol objects to their
`kebab-case` equivalent. So that keywords, such as `for` could be used,
we strip leading underscores.
"""
function normalize_attribute_name(name::Symbol)
    name = String(name)
    if '_' in name
       while length(name) > 0 && name[1] == '_'
           name = name[2:end]
       end
       name = replace(name, "_" => "-")
    end
    return normalize_attribute_name(name)
end

function normalize_attribute_name(name::AbstractString)
    # Attribute names are unquoted and do not have & escaping;
    # the &, % and \ characters don't seem to be prevented by the
    # specification, but they likely signal a programming error.
    for invalid in "/>='<&%\\\"\t\n\f\r\x20\x00"
        if invalid in name
            throw(DomainError(name, "Invalid character ('$invalid') " *
               "found within an attribute name."))
        end
    end
    if isempty(name)
        throw("Attribute name must not be empty.")
    end
    return name
end


"""
    rewrite_inside_tag(expr)

Attempt to speed up serialization of inside_tag by exploring the
expression tree at macro expansion time.
"""
function rewrite_inside_tag(expr)::Vector{Expr}
    if Meta.isexpr(expr, :tuple)
        return [rewrite_attribute(pair) for pair in expr.args]
    end
    if Meta.isexpr(expr, :call) && expr.args[1] == :Dict
        return [rewrite_attribute(pair) for pair in expr.args[2:end]]
    end
    return [rewrite_attribute(expr)]
end

function rewrite_attribute(expr)::Expr
    if expr isa QuoteNode && expr.value isa Symbol
        (name, value) = (expr, "")
    elseif Meta.isexpr(expr, :(=), 2)
        (name, value) = expr.args
    elseif Meta.isexpr(expr, :string, 1) && typeof(expr.args[1]) == String
        (name, value) = (expr.args[1], "")
    elseif Meta.isexpr(expr, :call, 3) && expr.args[1] == :(=>)
        (_, name, value) = expr.args
    else
        return :(inside_tag($(esc(expr))))
    end
    if name isa QuoteNode && name.value isa Symbol
        name = name.value
    end
    if name isa Expr || name isa QuoteNode
        return :(inside_tag($(esc(expr))))
    end
    attribute = normalize_attribute_name(name)
    return :(attribute_pair($attribute, $(esc(value))))
end